E-tailers beat telcos, cola firms for most IPL ad slots

  • Himani Chandna Gurtoo, Hindustan Times, New Delhi
  • Updated: Apr 14, 2015 00:33 IST

Is your IPL viewing getting interrupted by an overdose of e-commerce advertisements? That’s because this time around, online retailers have displaced the telecom and handset makers’ category, which used to lead the pack of advertisers at the previous Indian Premier Leagues (IPLs).

Multi Screen Media, the official broadcaster of IPL, which is targeting revenue of over Rs 900 crore from advertisements, is eyeing about 25% of its revenue from e-commerce players.

“Spending by online retailers made up for 10-12% of MSM’s revenue which jumped to 25% this year,” said Rohit Gupta, president, MSM. “While e-commerce tops the list of categories investing most at IPL 8, other popular categories include FMCG, auto, beverages, telecom and handset makers.”

While online retailing companies such as Amazon, Paytm, Magicbricks and CarDekho have come on board as sponsors, CarTrade, Snapdeal and Freecharge have taken premium ad spots during matches.

According to a report by online marketing firm GroupM, e-commerce is expected to lead the charge in 2015 in terms of growth in ad spend, beating banking, financial services and insurance ( BFSI), telecom and FMCG, which had earlier dominated the stage.

Alibaba-backed Paytm plans to spend about Rs 50 crore on marketing activities surrounding the event.“We are heavily invested in the tournament through the associate sponsorship on Sony, action replay sponsorship and we are the official partners of Mumbai Indians,” said Shankar Nath, senior vice-president, Paytm. Home listing portal Magicbricks.com has signed a deal with IPL as their associate sponsors.

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